体育用品企业商业模式要素组合的研究——以安踏体育用品有限公司为例  

Business Models' Elements Combination of Sports Goods Enterprises——taking Anta Sporting Goods Co.Ltd as an example

作　　者：毛旭艳[1] 

机构地区：[1]华南师范大学体育学博士后流动站,广州510000

出　　处：《体育与科学》2015年第4期110-114,共5页Sports & Science

基　　金：国家体育总局哲学社会科学研究项目;项目号:1705SS/12098

摘　　要：本文在回顾梳理商业模式要素研究理论的基础上,以Osterwalde的画布理论为理论基础,构建了体育用品企业商业模式的要素组合框架,并以安踏体育用品有限公司为例,进行商业模式要素组合案例分析,得出安踏体育用品企业商业模式要素组合的理论框架。旨在获得影响体育用品企业价值创造过程关键要素的清晰认识,为其发展提供理论分析框架与指导,并为同行业企业发展提供借鉴。Business models' elements framework of sports goods enterprises was built through taking Osterwalde canvas theory as the theoretical basis on the basis of the reviewing of business model elements theory in this paper.Then taking Anta Sports Products Company as an example,which was analysed to obtain the theoretical framework of elements combination of Anta business model.The purpose is to gain the clear understanding of the key elements of sports goods enterprises' value creation and to provide a theoretical analysis framework and guidance for its development,and to provide reference for the development of companies in the same industry.

关 键 词：体育用品企业 商业模式 要素组合 案例研究 

分 类 号：G80[文化科学—运动人体科学]